Investigating Australian and New Zealand Fairtrade representatives’ and blockchain technology experts’ attitudes towards blockchain technology as a potential to improve Fairtrade certification

Abstract

This thesis investigates New Zealand and Australian Fairtrade (FT) representatives’ and blockchain technology (BCT) experts’ attitudes towards BCT as a potential to improve FT certification. After reviewing literature on FT certification, their goals, benefits and weaknesses, a gap has been identified, as to the best of my knowledge academics have not yet recognised the extent to which BCT has the potential to improve FT’s certification areas of weakness. Although it has been found that (agricultural) supply chains embedded in blockchain offer transparency, traceability and simplified supply chains (Baralla et al., 2018), there is no literature that provides insight into the way FT representatives view BCT as a potential to improve FT’s certification.

Data was captured through qualitative semi-structured interviews with six New Zealand and Australian FT representatives and six BCT experts to gather their perceptions and attitudes towards the adoption of FT onto blockchain. Thematic content analysis was then utilised to determine participants’ attitudes. Secondly, data was measured against the Technology Readiness Index to establish participant’s readiness to adopt BCT.

This research produced a number of key findings, discussing participants’ attitudes in relation to the impact that implementing BCT would have on FT certification and covering their readiness to accept and adopt BCT.

A range of implications and limitations for this research study is discussed further on, as well as the potential practical and theoretical contributions that can help FT understand BCT as a potential to improve FT certification. Followed by a number of opportunities for future research that can build on this research area.